In the dynamic world of fashion, where trends come and go like fleeting whispers, Rethread emerges as a beacon of sustainable style. Founded by Alexa Schempers, a visionary entrepreneur hailing from South Africa, Rethread is more than a brand—it’s a commitment to marrying fashion with environmental responsibility. In this exclusive interview, Alexa shares the inspiring journey behind Rethread, the challenges faced, and the exciting initiatives that lie ahead.

The Birth of Rethread

Alexa’s journey into sustainable fashion began with a deep dive into the industry’s environmental impact during her Master’s in Fashion Enterprise Creation at the Amsterdam Fashion Institute. It was a revelation that sustainability wasn’t a choice but an imperative in the face of the climate crisis. Fueled by this realisation, Rethread was born—a brand that seamlessly blends style and sustainability, challenging the notion that fashion must compromise ethics for aesthetics. She shared, “During the first year of the course, I delved deep into the fashion industry’s environmental impact. It became evident that sustainability wasn’t a luxury but an absolute necessity, especially in the face of our climate crisis. This revelation led to the creation of Rethread, a brand that combines style and sustainability to address these pressing issues.”

The launch of Rethread in November 2020 marked the beginning of a unique venture. Starting with a focus on ‘pre-loved’ items, Alexa’s business model initially leaned towards resale. However, a collaboration with London College of Fashion students sparked a creative turn, giving birth to the first upcycled collection. Transitioning from resale to crafting new designs presented a steep learning curve, requiring Alexa to adapt her marketing and business background to the nuances of design and production. “Product development became the initial challenge. Shifting from a resale model to a business centred on designing and creating products was a significant transition. I essentially learned on the job, adapting to the intricacies of designing and crafting clothing,” stated Schempers. 

Sustainability Redefined at Rethread

At the heart of Rethread‘s mission is a threefold commitment to sustainability: upcycling, local production in small batches, and minimal waste. Upcycling involves handpicking base pieces and transforming them into unique fashion statements. Local artisans, predominantly women in Cape Town, play a pivotal role in crafting Rethread’s garments. The commitment to small-batch production ensures minimal waste and allows for a test-and-adapt approach to meet customer demand. “At Rethread, sustainability encompasses everything we do, including our commitment to sticking to a minimal waste policy, producing locally and in limited quantities, and prioritising people over profit.”

Rethread’s diverse product range caters to the modern individual’s wardrobe. New pieces are mindfully crafted elevated basics, providing a versatile foundation for capsule wardrobes. Upcycled items add a touch of uniqueness, often one-of-a-kind or in limited quantities. The vintage/pre-loved category features timeless pieces, contributing character and individuality to collections. Alexa’s passion for her job was evident when she explained, “Our new pieces are mindfully made elevated basics (basics with a twist) designed for versatility. They’re the foundation for building a high-quality capsule wardrobe intended to be worn on repeat throughout various seasons.”

Rethread’s upcycling process begins with carefully selected base pieces. After cleaning and sorting, each item is assessed for transformation, ensuring the uniqueness of the final piece. The majority of upcycling is currently handled by a partner in Knysna, reflecting Rethread’s commitment to local craftsmanship.”Our upcycling process at Rethread begins with handpicking various base pieces from a handful of suppliers, such as jeans, blazers, or trench coats. After sorting and cleaning the items, we assess each piece based on the desired outcome and start the transformation by pinning and cutting according to the intended design.”

Being based in Cape Town allows Rethread to engage with the local community actively. Job creation, especially for women, is a significant focus, extending beyond production to personal connections with artisans. The brand’s commitment to local production resonates in every garment, fostering a sense of community and uplifting the skilled artisans who contribute to Rethread’s success. This sentiment was further highlighted when the founder shared, “At Rethread, our commitment to local production runs deep. Nearly all our products, crafted predominantly by talented women, are proudly made in Cape Town, South Africa.”

While Rethread champions sustainability, the path hasn’t been without challenges. Scaling up upcycled production and finding skilled seamstresses have been hurdles. Additionally, the limited availability of sustainable fabrics in South Africa requires innovative solutions. Balancing financial viability with the brand’s core values remains an ongoing challenge that Rethread navigates with determination. Schempers detailed, “One of the significant hurdles we’ve faced, particularly in upcycling, revolves around the scalability of production and sourcing skilled seamstresses or CMTs for these unique pieces.”

Do Good & Dress Better

Rethread’s slogan encapsulates its core philosophy—to do good for both people and the planet while dressing better. Alexa envisions a ripple effect, inspiring consumers to make conscious choices that collectively contribute to a better world. According to Rethread, clothing is a powerful tool to influence how individuals feel, fostering confidence and empowerment.

“Our aspiration is that our commitment to doing good inspires others to follow suit, creating a ripple effect of favourable decisions that collectively contribute to improving the world.”

The brand is poised for exciting growth as Rethread embarks on new initiatives, including upcycling workshops and a bridal capsule named the Elopement Collection. The collection invites customers to infuse their cherished family heirlooms into designs, adding a personal touch and embodying the spirit of sustainability. Alexa told Nounouche, “Looking ahead, we’ve recently achieved significant milestones – hiring our first full-time employee, establishing a showroom and studio in Cape Town, and achieving financial stability.”

Beyond purchasing garments, individuals can support Rethread by embracing a mindful approach to fashion. Alexa encourages consumers to be unapologetically themselves, choosing pieces that align with personal values. No matter how small, each conscious decision contributes to a more sustainable and mindful fashion industry. “Every conscious decision, no matter how small, contributes to a more sustainable and mindful approach to fashion.”

Rethread remains committed to enduring style over fleeting trends in a fast-paced fashion world. By prioritising quality, sustainability, and timeless design, the brand navigates the industry’s challenges, offering consumers an alternative to disposable fashion.

“While there’s a certain pressure to stay on trend, at Rethread, we approach design by checking in and questioning the necessity of each element. Our focus is on quality, sustainability, and enduring style rather than chasing fleeting.”

Drawing inspiration from a diverse array of designers, brands, influencers, and even celebrities, Alexa embodies a Picasso-esque approach to creativity. From the upcycling queen Marine Serre to the cultural infusion of Thebe Magugu and the marketing genius of Jacquemus, each influencer and designer contributes to the multifaceted tapestry that inspires Rethread. “I find inspiration in various people, picking up bits and pieces that collectively paint a full picture.”

Among those at the top of her watch list:

Designers & Brands:

• Marine Serre: She stands out as the queen of upcycling, and what captivates me most is her ability to scale her brand despite the limitations of the processes. Studying her business model is a masterclass in sustainable fashion entrepreneurship.
• Thebe Magugu: I deeply admire Thebe’s knack for seamlessly infusing his heritage and culture into his collections. His ability to marry concepts and aesthetics is nothing short of amazing.
• Jacquemus: Beyond his remarkable designs, Jacquemus is a marketing and branding genius. Observing how he shapes his brand’s narrative is an ongoing source of inspiration.

• Mirror Palais: Their designs are simply delicious. I also admire their laid-back, ‘simplistic’ way of showcasing their product while keeping a certain visual standard.
• Frankie Shop: Their collections are fashion-forward and emblematic of a well-crafted online business and community, showcasing commercial success. 
• Rich Mnisi: Rich has seamlessly built a brand and a personal brand, and his every move is inspiring. The combination of his creative vision and business acumen is truly remarkable.
• Trinny London: Beyond the makeup, the personality and storytelling captivate me. Trinny London’s approach to building a community around the brand is unmatched.

Influencers:

• Victoria Paris: Her ability to weave compelling narratives and tell stories through her content is something I aspire to in my own brand.
• Skylair Marsai: Not only does Skylair showcase impeccable fashion sense, but her genuine and kind personality shines through. It’s a testament to the impact authenticity can have.

Celebrities:

• Julia Fox: Her entire persona exudes an iconic vibe. From fashion choices to her overall demeanour — she is my Roman Empire.